This case study describes how Mars brand Snickers became front-of-mind in the crowded Australian confectionery market. View Summary

This case study describes how Mars brand Snickers became front-of-mind in the crowded Australian confectionery market.

As number eight brand in a slightly declining market, Snickers had been punching below its weight.

To regain prominence, an ad giving a message opposite to the one expected was created - Aussie builders played by actors shouted out 'catcalls' which were empowering statements rather than objectionable ones.

The surprised reactions of passersby were recorded and uploaded to YouTube where it went viral.

In just 2 weeks there were 3.3 million views on YouTube and over 115 million earned media impressions resulting in a sales value of 36%, more than double of the projected target.

2

Kraft: Wake up and smell the bacon

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration. View Summary

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration.

To overcome being just one bacon among many, Oscar Mayer had made a device which would diffuse the smell and sound of bacon frying when the alarm clock went off, the campaign slogan being 'Wake up and smell the bacon'.

Following influencer seeding, a digital campaign comprising video and display, paid social and search, it went viral creating the most talked about bacon in the States.

Bacon pound sales increased by 13.7%, penetration rose and an estimated ROI of $6.28 for every dollar spent was achieved.

3

McCain Foods GB: A hot potato

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets. View Summary

This case study describes how McCain Foods in the UK set out to grow the size of the frozen potato category with the launch of McCain Ready Baked Jackets.

McCain's aim was to achieve 10% penetration to UK households and gain awareness of 30% for its new, microwaveable jacket potato, but first it had to overcome the scepticism that taste would not be affected if the potato was cooked in only 5 minutes.

Trial tasting was essential to gain advocates: it used multi-sensory bus shelter ads incorporating touch and smell, as well as dispensing money-off coupons and TVCs and digital screens to maximise awareness, plus taste tests by well-known cynical food writers in the national press which led to their endorsement generating much positive sentiment.

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013. View Summary

This case study describes how Yum Restaurants International reinforced KFC's position in South Africa as a brand that cares, in three consecutive campaigns from 2011 to 2013.

KFC's CSI initiatives to help raise funds and awareness for hunger relief were enacted during World Hunger month centred around PR events such as the Wall of Hope and Faces of Hope, the latter, for example, replacing Colonel Sanders' face on the restaurant with that of a child.

These campaigns, on the back of the initial Add Hope campaign which had these words appearing as an extra item on all its menus, drove donations ever upwards with a rise over the last two years from 55% to 74% of consumers' views considering the brand as caring for the community.

5

SPC Ardmona: #SPCsunday

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Australia's largest, but ailing, fruit processor SPC Ardmona achieved a turnaround in its fortunes based on one individual's tweet about making Sunday an #SPCSunday. View Summary

This case study describes how Australia's largest, but ailing, fruit processor SPC Ardmona achieved a turnaround in its fortunes based on one individual's tweet about making Sunday an #SPCSunday.

100 year-old SPC Ardmona was suffering badly from being unable to compete with cheap imports even though they still had positive brand sentiment.

Spotting an individual's recommendation to consume its products on a Sunday in a tweet, SPC amplified the message via Twitter and Facebook sparking a campaign which reached half the country.

From an initial social media investment of $2,500, millions of dollars in earned media resulted, giving a turnaround in sales with an ROI of 37,256% as well as the Government granting $100 million to help rescue the company.

6

Nestlé: Have a seat

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nestle boosted the flagging reputation of its KitKat brand in the Netherlands. View Summary

This case study describes how Nestle boosted the flagging reputation of its KitKat brand in the Netherlands.

The relevance of its old slogan 'Have a break, have a KitKat' was diminishing now that technology was impacting on how people took breaks.

To regain prominence, Nestle partnered with Google to name its new operating system Android KITKAT which was promoted by an outdoor stunt whereby Google Nexus tablets were given away at certain bus stops at certain times if you happened to be sitting on one of their specially provided seats.

People sat for hours to win and were captured on video which was transmitted via YouTube and Facebook and trended on social media.

This gained 983,000 euros of earned PR and over 600,000 views in the Netherlands alone.

7

Unilever: Cupidity / Love ride campaign

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Unilever mounted an international campaign for Cornetto by harnessing the twin assets of love stories and music videos. View Summary

This case study describes how Unilever mounted an international campaign for Cornetto by harnessing the twin assets of love stories and music videos.

Targeting teens in a one-size-fits-all campaign to increase brand equity presented a challenge in a world where teens watch more online content than TV.

Unilever took love stories submitted by teens, which had to feature a Cupid, and enhanced them with popular music.

These formed an anthology which appeared online backed by TV, as well as attracting amplification by celebrities and influencers.

Across the initial four key markets of Turkey, Indonesia, Spain and Italy, delivery amounted to 23 million euros in incremental sales with a ROMI of 2.74 euros for every euro invested in the first year and 4.43 euros over 2 years.

8

Taco Bell: 2014 Taco Bell breakfast launch (Ronald McDonald launch)

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Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how US Quick Service Restaurant (QSR) Taco Bell challenged its biggest rival McDonald's head on to compete in the breakfast market. View Summary

This case study describes how US Quick Service Restaurant (QSR) Taco Bell challenged its biggest rival McDonald's head on to compete in the breakfast market.

Taco Bell had little presence in the breakfast market dominated by more established QSRs so the problems of creating awareness and increasing brand attributes were top of mind.

Taco Bell wanted to promote something new, "Not your 'McUsual' breakfast", and employed 23 people actually called Ronald McDonald to try its breakfasts who then extolled its virtues on TV and online.

Taco Bell's original aim of increasing awareness from 24% to 48% was exceeded to hit 56%, its brand attributes rose on all counts as well as extensive earned media plus becoming top trending topic on Twitter, Facebook and Google+.

9

Nestlé: The effectiveness of surprise

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nestle UK made KitKat a digital brand by partnering with Google/Android, the latter naming its latest operating system Android KITKAT. View Summary

This case study describes how Nestle UK made KitKat a digital brand by partnering with Google/Android, the latter naming its latest operating system Android KITKAT.

With the nature of breaks changing, the established slogan "Have a break, have a KitKat" was becoming redundant and the need for a digital presence was imperative.

The aim was to make an impact on Twitter by a surprise announcement of the Android/KitKat partnership followed up on Facebook and YouTube showing KitKat in a new light including special packaging.

Mentions on social media platforms quadrupled with a 9% increase in sales value and an ROMI of 11.72 to 1.

10

Intermarché: Inglorious fruits and vegetables

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Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2015

This case study describes how French food retailer Intermarche set out to combat food waste in the fruit and vegetable aisle in 2014, the European year of food waste. View Summary

This case study describes how French food retailer Intermarche set out to combat food waste in the fruit and vegetable aisle in 2014, the European year of food waste.

40% of fruit and veg was being thrown away because it looked less than perfect, so Intermarche instigated a campaign to show it was just as good and not to be wasted.

Starting locally, an aisle was dedicated to ugly fruit and veg sold at a 30% discount and the reaction measured by KPIs of store traffic and consumer feedback which proved positive.

Following press and TV ads the trial was rolled out to all its 1,800 stores and had a marked effect on consumer behaviour garnering 740 articles in the media, a significant Facebook response and a knock-on effect with other French and international stores copying the tactic.

11

Mondelez International: Milka last square

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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Mondelez International increased sales and gained new customers for its Milka chocolate bar in France. View Summary

This case study describes how Mondelez International increased sales and gained new customers for its Milka chocolate bar in France.

Aiming to boost visibility in stores and improve market penetration, the idea was to remove the last square of chocolate from the bar, perceived as the most precious, and present the consumer with the challenge of sending it to a loved one or keeping it for themselves.

Engagement was via a website where the choice could be made and an online video was placed to garner earned media.

Additionally, a massive POS presence drove purchase with TV ad backing, all under the slogan of 'Dare to be tender'.

Results included 500,000 visits to the website, 3 million views of the video, 70 million people reached by the campaign and earned media of 1.3 million euros.

This case study describes how the upmarket fast food chain Chipotle Mexican Grill in the US gained new customers and increased sales by satirising industrial agriculture in a series of very popular shows on Hulu, an on-demand platform. View Summary

This case study describes how the upmarket fast food chain Chipotle Mexican Grill in the US gained new customers and increased sales by satirising industrial agriculture in a series of very popular shows on Hulu, an on-demand platform.

Targeting 14-44 year-olds who are socially aware and appreciate issue driven entertainment, the idea was to change the way people thought of fast food by gaining endorsement from key influencers via social media.

The fusion of TV, advertising and advocacy resulted in stores growing by 16.8% in 2014.

This case study describes how US fast food chain Wendy's targeted a new demographic of under 35s by presenting a revamped cool image to appeal to them. View Summary

This case study describes how US fast food chain Wendy's targeted a new demographic of under 35s by presenting a revamped cool image to appeal to them.

Wendy's wanted to widen its clientele from baby boomers to millennials, so Facebook was chosen because of its optimised mobile capabilities giving instant sharing and participatory features.

Content was created using the words of Wendy's fans, the more bizarre the better, and incorporated into the lyrics of love songs performed by professionals.

This hit the right note with Facebook reaching 85 million people at a cost per view of $.30 and an ROI of $25.00 per dollar spent resulting in increased sales, brand and sentiment goals improving, as well as making the news in national media.

14

Doubling the sweetness by turning Kit Kat into a social currency of encouragement

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Patt Nitikarn, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Kit Kat maintained its number 1 position in Japan by turning its wrappers into train tickets in order to encourage visitors to the tsunami-devastated region. View Summary

This case study describes how Kit Kat maintained its number 1 position in Japan by turning its wrappers into train tickets in order to encourage visitors to the tsunami-devastated region.

For any brand to do well in Japan, it must also do good, so since the 2011 tsunami in Japan, Kit Kat had been involved in the rebuilding of the affected area; however, three years had passed and the nation's support had faded.

Kit Kat evolved its brand promise from a 'personal reward' (a break from a stressful situation) to a 'social currency' for people to show their support for the Sanriku region.

It launched 'Kippu Katto', a special-edition bar that sold for Â¥108 and could be used for train tickets up to Â¥190 at no additional charge, encouraging people to visit the region and use its newly reopened railway.

Within four months, the brand achieved its goal of reigniting the nation's spirit in helping the Sanriku region and doubled the sweetness for the whole nation.

15

Amul Manthan

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Anushka Singh, Warc Prize for Social Strategy, Entrant, 2015

This case study explains how Amul, a leading dairy cooperative in India, used face-to-face social engagement at a grassroots level to connect with women farmers. View Summary

This case study explains how Amul, a leading dairy cooperative in India, used face-to-face social engagement at a grassroots level to connect with women farmers.

Amul wanted to re-instil a sense of pride in young women farmers in Gujarat, to encourage them to stay in dairy farming rather than moving to cities.

It created a women-led, ground-level movement to do what Amul stood for â€“ enriching farmers' lives.

Participation in the education and awareness programmes rose dramatically, and all business-growth targets were significantly exceeded.

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival. View Summary

This case study describes how Magnum ice cream relaunched its core variants by exploiting the social buzz of the Cannes Film Festival.

The brand's success had been strongly accelerated by new product development, which yielded growth worldwide but conversely removed focus away from the Magnum Classics, resulting in core sales (and brand equity) decline.

It needed to turn this around, driving excitement and talkability in a category where 'new' news is fundamental for markets, trade and consumers.

The team leveraged the world's interest in the Cannes Film Festival to create a unique brand moment to relaunch the Classics and unveil the first ever Silver Magnum to celebrate the brand's 25th anniversary.

The campaign not only exceeded sales targets but also achieved unprecedented social engagement with the brand target, the 'pleasure seekers'.

18

Black Label Bacon: Driven by bacon

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Anastacia Economou, Warc Prize for Social Strategy, Entrant, 2015

This case study describes how Hormel Black Label Bacon, an American bacon brand, differentiated itself by building the world's first bacon-powered motorcycle, and used this creation to fuel a content strategy. View Summary

This case study describes how Hormel Black Label Bacon, an American bacon brand, differentiated itself by building the world's first bacon-powered motorcycle, and used this creation to fuel a content strategy.

In a commodity category with thin margins, Hormel was faced with the challenge of how to create preference and protect against price sensitivity.

To match the ingenuity of true bacon lovers, Black Label Bacon drove a bacon-fuelled motorcycle across the country, created a documentary about the journey.

The finished film was debuted at an International Bacon Film Festival and content was shared throughout the journey with fans on social media.

After the ride, Hormel Black Label Bacon achieved the largest profit margins in company history.

She coached women to zip up their favourite dress in just 14 days, by sharing inspiration about the latest fashion trends, lifestyle tips and must-have accessories, along with essential advice on balanced nutrition and the right exercise routines.

The videos were watched and shared by millions, and the brand surpassed its targets as sales grew by 20%.

24

Honey Maid: Turning hate into love

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Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans. View Summary

This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans.

Honey Maid is a classic, all-American brand that is been part of families' lives for 90 years but it had lost its relevance and growth had stalled as it was perceived as old fashioned.

The 'This Is Wholesome' campaign celebrated the diversity of all families in America, including gay dads, mixed-race families and single dads.

A significant minority of people reacted negatively to the campaign, and some people decided to boycott the brand.